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Advisor(s)
Abstract(s)
It is critical to investigate reactions to the various name and logo redeployment alternatives
available in the context of a brand merger. Yet research on this topic is relatively limited.
This paper aims to start filling this gap in the literature, by developing a typology of the
visual identity structures that may be assumed in the context of a merger, as well as an
exploratory study (n = 467) analysing consumers’ preferences regarding the alternative
branding strategies. It uses an innovative design, which gives respondents freedom to choose
their preferred solution. Results suggest that there is a clear preference for figurative logos.
Furthermore, there is evidence that the logo may play a role as important as the name in a
merger, ensuring consumers that there will be a connection with the brand’s past. Data also
show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice
of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in
the market. These results should guide managers in the evaluation and choice of the postmerger
branding strategy.
Description
Keywords
Brand identity Logos Brand mergers Consumer preferences
Citation
MACHADO, J.C. ...[et al.] - Brand mergers: Examining consumer response to name and logo design. SSRN Working paper. N,º 2 (2011), 24 p.